In this PBS Frontline documentary, called "Merchants of Cool," they talk about how advertisers direct their ads towards a certain audience. One product they talked continuously about was Sprite. They say how Sprite's directed audience is young people. They showed us a couple of old ads that were made at the same time as the film was, and they were very different than the commercials we see today. These ads all had the same intention; to make their product appealing to the audience. But the main difference was the aesthetic of these commercials. They fit the trends that were happening during the time the commercials were constructed. In one commercial we saw an abundance of different people with super cool style. I believe this commercial was made in the early 2000s. In the 2000s, fashion was different then, although some pieces are beginning to come back. These people in the ad all had different types of clothes and hairstyles that were considered "cool" and "popular" then. Because they used different trends that were appealing towards their directed audience of younger people, it will cause the viewers to be a lot more intrigued. In addition, their aesthetically sound setting also makes the product more desirable. Sprite uses the need for aesthetic sensations, the plain folk technique and and the Gestalt, subliminal persuasion technique. The use of aesthetics and trends happening in the 2000s makes the audience more intrigued and leads them to be interested in the product the advertisers are publicizing.
In another ad the Frontline documentary showed, Sprite used a famous athlete to sell their product. In this commercial they used Grant Hill to advertise the soda. He basically said Sprite is always what he reaches for when he is thirsty. Because they used a basketball player, their directed audience is towards mainly males. Although some women may watch basketball, the majority of basketball viewers are men. By using a celebrity, it makes Sprite more appealing to the viewers. They use the testimonial technique and the need to achieve in this commercial. By using a famous basketball player, Sprite makes their audience more interested in their drink.
This is the link to the Grant Hill Sprite commercial: https://www.youtube.com/watch?v=OqEjnUkbB-Y
In another ad the Frontline documentary showed, Sprite used a famous athlete to sell their product. In this commercial they used Grant Hill to advertise the soda. He basically said Sprite is always what he reaches for when he is thirsty. Because they used a basketball player, their directed audience is towards mainly males. Although some women may watch basketball, the majority of basketball viewers are men. By using a celebrity, it makes Sprite more appealing to the viewers. They use the testimonial technique and the need to achieve in this commercial. By using a famous basketball player, Sprite makes their audience more interested in their drink.
This is the link to the Grant Hill Sprite commercial: https://www.youtube.com/watch?v=OqEjnUkbB-Y
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